1. Establishing Marketing Linkage Bio-entrepreneurship Development Workshop Biten Kathrani Feb 27, 2018

2. Marketing Linkage starts on Day 1.
Innovation is a process of delivering
a significant positive
change
for which a customer
is willing to pay
Deliver
Value(customer)
Identify & Solve a problem or need
For the right customer
Capture Value for the business

3. 3 Frameworks to consider
5 P’s
4 A’s
Biodesign Process – 3 I’s
Price, Performance, Relational Value

4. Critical Trends and Facts about evolving healthcare ecosystem
One size fits all to “Multi-tier / Multi segment” markets
Differentiated customer needs / value propositions
Healthcare in many markets is transactional
Every stakeholder thinks “What’s in it for me?”
Diverse / conflicting needs
Affordability is not just an Emerging market challenge
Increasing need for “Outcomes based innovation”
Product specific value vs Care continuum impact.

5. 5 P - Multiple stakeholders with diverse needs / value demands
Improved efficiencies in practice and use of staff
Reduced cost, Increased efficiencies
Better access, awareness, & affordability
Increased job satisfaction,
Improved outcomes
Providers
Evolving & multiple roles - Payer, Provider
Govt. / Policy
Makers
Population Health management at affordable cost to the system.
Universal Health insurance,

6. 4 A’s - The issue of the forgotten “A’s”
Disease awareness
Availability of solution
Recognize symptoms & “Act”
Right entry point
Disease / solution
Awareness
Access
Adoption
Affordability
Short term value vs long term?
Patient segment
Hospital segment
Who is the payer?
Can the patient reach the right physician?
Does physician have access to solution/ infrastructure?
Is the physician willing to adopt
What’s the differentiator?
Is the patient willing to adopt ?

7. Market positioning – Performance, Price, Relational value
High
Avg
Low (less features)
Price
Relational Value
Brand, Goodwill etc.

8. Biodesign – 3I framework, needs a diverse team Clinical, Technical and Strategic Marketing
1. Identify The Customer & their Needs
2. Innovate the Appropriate Value
3, Deliver & Capture Value
Define your customer(s)
Understand stakeholder Power dynamics
Understand the Decision Ladder / Matrix
Clinical Immersion
Care continuums,
Care pathways
Procedure & resource maps.
Identify the constraints
Identify the strengths in the ecosystem
Be local
Identify problems beyond “Cost”
For
the customer(s)
For the payer
BSC
Type
Products / services / solutions
Focused on the needs
Business Model
Scale
Incremental
Disruptive
Business Model
Manufacturing strategy
Pricing strategy
Branding & Positioning

9. In Summary – Think “Value”
Understand Needs
Innovate
Biodesign
5 P’s
4 A’s
PPR
Market Model
Value Delivery Model
Customer Segmentation
Decision Pathways
P,P, R
Positioning
Solve beyond Affordability

10. Thank you

11. Embed the notion of “Value” in every step of your entrepreneurial / Innovation journey
Understand Customer needs
Get the “Value driver”
Prioritize your Primary Customer
Innovate Solutions  “Innovation Value”
Design & Develop  “Design Value”
Manufacture  “Capture Value”
Commercial Operations  “Deliver Value”